Summary
How a multi-office architecture firm used an internal reputation study to clarify its identity, strengthen leadership communication, and build shared pride across the organization.
The Challenge
With offices in Leuven, Hasselt, and Brussels, Jaspers-Eyers Architects is widely recognized for its architectural quality and professional performance.
Internally, however, leadership sensed a growing challenge: employees did not always share a clear, inspiring understanding of the firm’s identity, positioning, and long-term role in society.
The key questions were::
- How do employees really perceive the firm today?
- Where are strengths and blind spots in leadership, culture, and purpose?
- What needs to change to create stronger alignment and engagement across offices?
The Approach
Insticom cconducted an internal reputation study to map how employees experience the organization from the inside out.
The study was built on the Insticom Reputation Mix, which looks beyond financial or operational performance and evaluates:
- Leadership
- Corporate culture
- Internal communication
- Social relevance and purpose
This framework made it possible to translate perceptions into concrete, actionable priorities rather than abstract observations.
Research & Activities
The project unfolded in three stages:
1. Desk Research
A review of existing corporate and communication materials to understand how the firm currently presents itself internally and externally.
2. Qualitative Internal Research
In-depth interviews and group discussions with employees, team managers, and directors across all three offices.
Topics included leadership style, collaboration, communication, moments of pride, sources of frustration, and perceived purpose.
3. Reputation Mapping
Findings were synthesized into an internal reputational profile, highlighting strengths, gaps, and tensions across the main reputation drivers.
Strategic Outcomes
Based on the research, Insticom developed an internal reputation management plan built around two strategic pillars:
1. Leadership & Corporate Culture
- Development of a shared corporate story and values framework
- Message development sessions for leadership
- Internal storytelling initiatives highlighting role models, history, and achievements
2. Social Relevance
- Clarification of the firm’s social mission
- Recommendations for sustainability and volunteer initiatives
- Development of ethical guidelines aligned with the firm’s values
Together, these actions were designed to strengthen engagement, alignment, and internal pride across the organization.
Results
The project delivered a clear, practical roadmap for managing internal reputation over time.
For Jaspers-Eyers Architects, this meant:
- A shared language around identity and reputation
- Clear priorities for leadership and internal communication
- A structured way to strengthen culture and engagement from within
Rather than a one-off study, the outcome serves as a long-term reference for internal communication and leadership development.
